METHODOLOGY
What is the Loolia Brand Index?
The Loolia Brand Index (LBI) is an exhaustive and transparent indicator of the competitive positioning of beauty brands used by bloggers on Loolia’s YouTube Channel. The index tracks the brands’ quarterly performance and translates it into a Top 50 best-performing brands ranking.
What is the sample used?
The sample used for the calculation of Loolia’s Brand Index and therefore to compute the ranking of brands consists of Beauty videos published on Loolia’s YouTube channel from July 2014 onwards. Beauty content videos are exclusively considered as they provide a preferred channel to present makeup related products.
It is worth noting that products featured on Loolia’s channel are an honest reflection of our bloggers’ genuine preferences. This means that any sponsored content is excluded from the sample of videos.
How is the Loolia Brand Index calculated?
The Loolia Brand Index for a certain period (month or quarter or year) takes into account the views generated during this particular period for the selection of videos considered as part of the Loolia Beauty sample (described above), which might include videos that were published prior to the period itself.
The chosen metric upon which Loolia Brand Index is built is the “number of views” which is the most adequate KPI for measuring a video’s (and thus its related brands) performance on digital channels. According to YouTube criteria, a view is registered whenever a user watches the video for around 30 seconds or more.
A brand’s performance is measured by summing up the number of views obtained by each video in which it appeared during a specified period. The sum is then converted into a percentage of the overall number of views reached, therefore ranking brands according to market shares or share of views.
Is there a more detailed ranking than the general top 50?
The Loolia Brand Index offers a deeper understanding and positioning of brands across:
- Beauty Categories: Complexion, Skin Care, Eyes and Lips
- Product Types: 33 product types “Bronzer, Eye Shadow, Lipstick, Concealer…”
Access to detailed ranking information is provided upon registration.
Need more information?
To gain access to all the detailed rankings send us an E-Mail and we will get in touch to discuss further steps.